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The 6 Best Conversion Analytics Tools for 2022

According to a report by Econsultancy, one in two companies say conversion rate optimizations play a significant role in their marketing strategy. 

However, only about one-fifth of these companies are satisfied with their conversion rate. 

You know what that means? 

It means that most companies set the wrong strategy for conversion rate optimization.

Now, while everyone knows how important it is to optimize your conversion rate, it’s impossible to do so without knowing which channels you convert from users the most. You can overcome this optimization by tracking your conversion rates with accurate analytics tools that can help you get the complete picture of your conversions.

In this article, we’ll look at the tools you can use to track your conversion rate and make more informed decisions based on it. Thus, with the right strategies, you can bring your company more revenue and loyal users.

What is a conversion?

In its simplest terms, a conversion is when a user exposed to a marketing campaign takes action they are expected to take. This action can be a simple thing such as opening any e-mail, or it can be a series of actions consisting of a few steps that can lead to a purchase.

Conversion rates are of great importance to B2B SaaS sales funnels. The main reason is that when users complete a small action that converts, they get one step closer to the ultimate goal of purchasing. Therefore, you shouldn’t underestimate the importance of conversions.

Why is conversion analytics important?

There are many methods you can use to increase your conversion rates. Each of these methods is based on different metrics and, therefore, will provide you with different results. 

It may be an option to try many methods to choose the most efficient one. That said, this process can take plenty of time and cost you a lot of money.

Conversion analytics gives you the data to identify where your leads and sales are coming from and what interactions are occurring. That makes it easy to determine which call-to-action has the most optimal impact on your conversion rates. That allows you to spend your marketing budget efficiently.

What are some things to consider when looking for conversion analytics tools?

Conversion analytics tools are essential in tracking your conversion rates and performing conversion rate optimization accordingly. For this reason, you must choose the tool that will make your job easier. There are a few factors you should consider when evaluating a conversion analytics tool. Here are some of these factors:

Should cover the full-funnel

User conversions aren’t just about a specific part of the customer journey. Rather, conversions should drive users to the end goal from the beginning to the end of the customer journey. For this reason, you should ensure that the conversion analytics platform you choose covers the customer journey as a whole. You’re unlikely to benefit from a tool that only considers a small part of this customer journey.

Integration with Different Tools

The conversion analysis tool you choose should integrate with many other tools, including the tools you use for analytics, reporting tools, and your CRM. Integrating all the tools you use in determining your strategies will give you that broad perspective that will allow you to evaluate your user journey. With this comprehensive perspective, it will be much easier for you to create more accurate campaigns to increase your conversion rates.

Offline conversion tracking

More or less every company has offline channels, and what you get from these channels is just as important as your data in online channels. That’s why you need to make sure you can integrate your offline data seamlessly into your conversion analytics platform.

Top 6 conversion analytics tools for 2022

#1 Ruler Analytics

Ruler Analytics is a closed-loop marketing attribution platform that allows you to track customer journeys. When any of your users convert, Ruler Analytics matches that user’s details with touchpoints. Thus, it enables you to transfer the converted user’s data to the CRM platform you use.

Track conversion both online and offline

From: Ruler Analytics

One of the features Ruler Analytics has is that it allows you to track both online and offline conversions easily. With this feature, you can analyze user conversions from your website or email and offline channels such as phone calls. Thus, you can create more efficient data-based conversion campaigns without skipping any conversions.

Marketing Attribution

From: Ruler Analytics

You can optimize your marketing attributions with Ruler Analytics. This tool also allows you to track your website visitors and all touchpoints. That gives you the insight you need to convert high-potential customers. At the same time, when you convert a user, Ruler Analytics matches that user with marketing interactions and forwards that data to your CRM platforms.


From: Ruler Analytics

Ruler Analytics offers you four different pricing options based on the size of your company. The criterion in determining the size of your company is the number of monthly visits. Pricing starts at £199 per month. You can also get a 10% discount on annual subscriptions.


Ruler Analytics got 4.8 out of 5 in G2 and 5 in Capterra. Some positive reviews about Ruler Analytics are as follows:

“The call reporting is our most used feature of Ruler Analytics. As an agency, we recommend Ruler to our clients as most clients have an issue with attributing calls back to marketing channels. Ruler allows us to seamlessly attribute calls and report on the performance of marketing channels with easy integration to Google Analytics.”

“Easy to navigate platform, granular & closed-loop attribution across multiple channels and domains, dynamic number insertion, business intelligence integrations, and great customer service.”

On the other hand, some of the negative reviews of Ruler Analytics are as follows:

“There isn’t the functionality to compare data from different time periods within the dashboard – something to GA would be beneficial.”

“They should improve the integration with ads tools (Google Ads, Facebook Ads, …) to have the easiest ROI calculation.”

#2 Adobe Analytics

From: Adobe Analytics

Adobe Analytics is part of Adobe Cloud, and its purpose is to provide a solution for you to analyze your users’ web behavior data. It lets you see your current performance on the web and accordingly helps you make data-driven decisions for improvements.

Multichannel Data Collection

Adobe Analytics allows you to capture data from many sources such as the web, emails, and applications. This tool will enable you to use JavaScript tags to collect data from web-based systems. In environments where you cannot enable Java tags (for example, mobile applications), it allows you to collect data with AppMeasurement libraries. You can also integrate data from offline sources or third-party applications. Thanks to the data you combine from all these sources, tracking and detecting user conversions becomes easier.

Comprehensive Data Analysis

With Adobe Analytics, you can analyze your data in real time without complex rules. This tool also allows you to partition your data in various ways. Thanks to these data segments you have created, you can analyze your users in more detail. Thus, you can identify the campaigns required for conversion more precisely.


Adobe Analytics offers three different pricing based on features: Select, Prime, and Ultimate. However, although the features of these packages are explained on the website, no information is given about their prices. For more detailed information, you need to contact Adobe Analytics.


Adobe analytics is rated 4.1/5 on G2 and 4.4/5 on Capterra. Some positive comments about this tool:

“It has a combination of many powerful features like Channel and marketing analytics and Predictive analytics. All of these features are very powerful.”

“Adobe Analytics is a powerful corporate solution that can manage large volumes of data, in my opinion (without the sampling that can sometimes affect other tools).”

“I really liked that I learned more about analyzing data with this, it was awesome how everything was so easy to comprehend.”

And here are some of the negative comments:

“Sometimes Adobe Analytics can be slow, and sometimes certain tools will simply not work. I’ve been frustrated on occasion when I receive constant errors in the Workspace module.”

“I think that irritates me in adobe analytics is that it is hard to use in the beginning so you have to study it deeply if you want to get more out of it.”

“The software could be expensive for small businesses also for a beginner it could be difficult to learn it since it has a steep learning curve.”

#3 Heap

From: Heap

Heap is an analytics platform that allows you to track your users’ every move. It will enable you to divide your users into various segments with the data you get from these movements you follow. That makes it easier for you to set strategies for user conversions.

Customer Journey Optimization

Optimizing your user journey is one of the most effective ways to increase your user conversion rates. With Heap, you can identify where your users have the most difficulty in their digital experience.

Journey maps allow you to analyze the impact of each of your users’ actions on your funnel and identify which journeys guarantee the highest conversions. In this way, you can also determine which activities the users perform before taking the next step in the funnel and make decisions accordingly.

User Behavior Analytics

Heap provides you with a complete list of your user behavior. In this way, it allows you to understand what your users aim to accomplish with your product and how efficiently they use your product’s features. It also helps you identify the parts your users find most difficult to use with Effort Analysis. Once you identify these challenges, you can minimize them to achieve a higher conversion rate and increase your user retention rates. In addition, you can optimize your product-market fit by determining which features serve users best.



Heap has four different pricing plans, one of which is free. However, no definite price information is given, except that it starts at $3600 per year for the three paid pricing. For more detailed pricing information, you need to contact Heap.


Heap was rated 4.3 out of 5 on G2 and 4.6 on Capterra. Here are some positive reviews about Heap:

“I love that I can set up events at any time, without engineering involvement.”

“By far the most impressive feature is the fact that from the moment you install heap on your website you can virtually track anything that happens, regardless of being in the past.”

“Heap is an excellent platform that collect customer data automatically. It capture complete customer behaviors such as what products they shown interest, which category they searched.”

However, there are also some negative reviews:

“Unless you have a background as a developer, using this software can be really confusing.”

“The amount of configurations and customizations in the dashboards and reports is limited.”

“Even though heap has put in place warnings when events stop triggering, it is still hard to maintain if you don’t bring your developers on board to avoid making structural or class changes.”

#4 Mixpanel

From: Mixpanel

Mixpanel is a user behavior and analytics platform for both web and mobile. It focuses on users’ behavior on your website and analyzes these behaviors, allowing you to generate data-driven insights. Its primary purpose is to help you understand your website’s or mobile app’s engagement metrics and thus identify strategies that will increase your user conversions.

Interactive Reports

From: Mixpanel

Mixpanel makes data accessible and understandable by everyone with its interactive reports. This way, it becomes much easier to analyze who uses your product and in what way. In addition, with these reports, you can more easily identify the behavioral tendencies of your users. So you can gain meaningful insights by comparing current trends with previous results.


Mixpanel protects your user data end-to-end. That’s why it keeps your information private and secure in transit and at rest. It also helps you manage the compliance of your data with international data transfer regulations such as GDPR, CCPA, and HIPAA.


From: Mixpanel

Mixpanel offers three different pricing options, Free, Growth, and Enterprise. The “Free” version, as the name suggests, is entirely free. “Growth” has pricing starting at $25 per month. However, “Enterprise” includes custom features suitable for your company. 


Mixpanel received 4.5 out of 5 in both G2 and Capterra. Some positive reviews about this tool are as follows.

“You can save numerous details with each event that’s important for you to know such as device, browser, country, campaign UTM, etc.”

“Best analytic tool which can be used in enterprise level applications.”

“Overall mixpanel is one of the best solutions on the market. It is realiably, offers wide range of tools and libraries to satisfy both administrators, marketologists, developers and managers.”

On the other hand, there are also some negative reviews about Mixpanel. Here are some of these reviews:

“No advanced feature for email tracking, which adds the need of other tools for more detailed marketing campaigns.”

“Duration tracking is a bit wrong sometimes on iOS. The panel sometimes has delays but I guess it’s normal.”

“Expensive and sometimes reports can have data missing. Could be user error though.”

Check out here for more Mixpanel alternatives

#5 KissMetrics

From: Kissmetrics

Kissmetrics is a web-based marketing and product analysis tool. This platform gives you the ability to monitor every action of your users. Thus, it helps you understand your user conversions.

For more detailed information about the differences between KissMetrics and Mixpanel, you can check out our detailed review here.

Detailed User Activity Reports

Thanks to Kissmetrics’ detailed user activity reports, you can analyze which features appeal to users in which segments. In addition, with these reports, you can discover the pages your power users visit the most on your website. Thus, you can quickly identify the parts of your product and website that you need to highlight or improve.


From: KissMetrics

Kissmetrics has three different pricing options: Silver, Gold and Platinum. Also, although there is no free version, you can request a demo to make it easier to identify which pricing option is right for you.


It was rated 4 on Kissmetrics G2 and 4.3 on Capterra. Here are some positive comments about Kissmetrics:

“They are so kind and understanding, happy to provide demos and walk you through your settings and functionality. The reports are very easy to create and read.”

“The overall experience with Kissmetrics was outstanding. The customer support is like no other.”

On the other hand, some of the negative reviews are as follows:

“Initial setup can be a little confusing and the UI can be confusing at points but not a deal-breaker.”

“Funnel report too limited, they charge extra for basic features.”


Using HockeyStack, you can build any dashboard you need with metrics from different departments. Custom dashboards allow you to connect the dots to better understand how your prospects interact with your content and your website and how they generally lead to a purchase.

For example, you can build a churn by the blog post user signed up report:

HockeyStack is a SaaS analytics and attribution platform used by 7000+ companies.

A trial to expansion funnel:

An engagement by feature report:

Or an active users report:

On top of custom dashboards, HockeyStack has other features too, such as

  • Surveys
  • Step-by-step user journey
  • Funnels & goals
  • Revenue Attribution

and more.

HockeyStack Pricing

You can check out the pricing page here.

HockeyStack Integrations

  • Paddle
  • Stripe
  • Hubspot
  • Crisp Chat
  • Mailchimp
  • Intercom
  • Pipedrive
  • Chameleon
  • Salesforce
  • Zapier (coming soon)

HockeyStack Summary

The unique benefit of HockeyStack is its ability to unify your marketing, revenue, sales, and product data using no code. This allows you to uncover unique insights that you wouldn’t be able to by using multiple tools as they cause you to have fragmented data.

  1. You can integrate with Stripe, Paddle, Hubspot and other SaaS platforms to build every single dashboard that you can think of, using all sales, marketing, revenue, and product metrics.
  2. You can create funnels, goals, and surveys to get a complete understanding of your customer behavior. 
  3. You don’t need any developers, tracking is cookieless, and the script is small, so it doesn’t increase your site loading time.


Hockeystack’s rating is 4.9 out of 5 on Capterra and 4.8 on G2. Here are some positive reviews about Hockeystack:

“This is very helpful because I can see which pages, I need to write more content for, or which pages are not worth putting any more effort into.”

“More importantly, my clients love the dark mode which is awesome.”

“I love the setup speed of this product. In a matter of minute you begin seeing traffic and you can setup the first goal, like a button click, or the visit of a page.”

One the other hand, some of the negative reviews are as follows:

“Some reports are limited (limitation applies) and need a little time to dive in (learning curve).”

“Lack of Custom Alerts in real time to trigger via Webhook/ slack. Lack of Google Analytics Integration (planned).”

“Still limited in its functionality, there isn’t a lot of different data to pull (I know the team is working on this though).”


With the myriad of conversion analysis tools available, something works for everyone. These analytics tools allow you to monitor your conversion rates and optimize them. Of course, there is one of these tools that will be useful and effective for you. To determine this, you should consider what you really need from this tool, consider your monthly budget, and even sign up for a few free trials to determine which option is best for you.


What is a conversion analytics tool?

The primary purpose of conversion analytics tools is to show how a user navigates after interacting with your website, marketing campaigns or mobile app. Without these tools, you won’t be able to measure how efficient your campaigns are or monitor the impact of your calls to action.

What are the benefits of getting a conversion analytics tool?

There are many benefits to using conversion analytics. For example, thanks to these analytics, you can track how many users have turned into a sale. Thus, you can make more accurate decisions based on these transformations. As a result, you improve your ROI.

Additionally, conversion analytics tools allow you to see which of your campaigns are working and which are not. You can save resources by shelving unsuccessful campaigns while investing in what works.

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